At 27, Dana-Maxx Pomerantz is quickly building herself into a fashion icon. From the heart of NYC, her line “maxximizes” the bold and the edgy consumer ready to take on any forum . Here is the evolving story of Dana- Maxx:
FBE: What influenced the launch of Dana-Maxx?
DM: Ever since I was a little girl I always wanted to be a fashion designer. I use to have a pretend store setup in my bedroom. My customers were my stuffed animals and I would sit and sketch clothing for them and take orders. Who knew that is exactly what I would be doing 20 years later! Fashion was always in my blood- I would sleep it, eat it, and dream it. I could not wait to make that dream a reality one day.
FBE: Are you an independent designer?
DM: Yes, I am an independent designer. Although I could not make everything happen without a huge team of people- individuals such as family, manufacturers, fabric vendors, publicist, technical designers, sales reps, and interns!
FBE : What’s your background in fashion and design? What formal schooling and/or jobs have helped your career?
DM: I took fashion design classes in high school and took Saturday Live classes during high school at the Fashion Institute of Technology. I graduated from FIT with a Bachelor degree of Fine Arts. While I was in college, I interned at the ever impressive Betsey Johnson and was hired soon thereafter in design. As I prepared to launch my line, Dana-Maxx, I worked in design at Marc Jacobs. Every experience from my classes in high school to working in design at Marc, really helped me to hone the necessary skills to launch my own line.
FBE: What would you say makes your fashions unique when compared to other lines in the fashion industry?
DM: When I am designing, I always keep a particular woman in mind; she is fearless, fun, flirty, a bit edgy, and chic. She pays very close attention to detail and loves feeling special in whatever she wears. She wants the best quality and styling, but does not have the means to afford a $1,000 dress. The line is made in the USA at a reasonable price point!
FBE: Who is Dana- Maxx designed for?
DM: The Dana-Maxx consumer is fun, flirty, and chic! She ranges in age from 20-45 and wants to feel amazing no matter what her age. She shops for her age, but dresses according to her mood.
FBE: Who/ what personally inspires your designs?
DM: Anything and everything inspires me! Each season prior to starting a collection I come up with a theme. I never know what the theme will be, and then suddenly I have a creative epiphany, and it just comes to me. I then create a mood board which helps me to stay focused on the styling, details, and silhouettes per collection. Then I begin to sketch until I am confident that I want my label on that particular design.
-More Dana-Maxx fashions when you read more…